In an effort to reinforce its brand among U.S. consumers Russian Standard Vodka recently hit nine markets with the Girls of Miss Russia USA tour. Claiming to be Russia’s No. 1-selling premium vodka and nightlife spirit the vodka brand traveled with five finalists from the Miss Russia pageant which is owned by the company.
At retailers the finalists lured in consumers for sampling of the Imperia and Russian Standard Original brands. At night the brand partied at high-end lounges restaurants and nightclubs.
“This program was of great interest and excitement to consumers as well as our wholesaler partners and retailers. We developed events that retailers very much wanted to compete for to have in their stores ” Andrew Beaver cmo at Russian Standard Vodka told Buzz. “The night events were a little different because it was about increasing brand awareness. It’s less about sampling and more about immersion of the brand.”
The finalists posed with consumers in green-screen photos and video to be posted on Russian Standard’s tour microsite. At retailers consumers were provided with Russia-related props to create their own photos or video commercials with the finalists.
The tour wrapped yesterday. Agency: Factory 360 New York City.